Is It A Long Time To Lose Money?

Once the shop was opened in the United States, and now the site is located in Shanghai.

Yesterday, the United States

Brand Victorias Secret (hereinafter referred to as brand name)

The first flagship store in mainland China was officially opened in Shanghai Li Bao Plaza. For underwear brands, the offline store is the best way to get in touch with consumers.

However, this United States

In 2000, it announced that it would not open stores outside the United States, but so far, it has opened more than 1500 stores in the United States, Britain and Canada, and has opened 400 stores in more than 70 countries worldwide.

And after these expansion, it is now coming to Shanghai, China.

(source: Victorias Secret official website)

The location of Shanghai must have taken a lot of thought.

According to the world clothing and shoe net, the original tenant of the new store was French luxury brand Louis Weedon, who was handed over by the company before it closed in February 28th last year.

In addition, the store is the fifth country in the world, the first Hermes home in China, and the Zegna global concept store in Li Bao Plaza. And then another block, Sweden luxury brand Bally, France light luxury brand Chlo, Italy luxury brand Armani, France's Dior and British Burberry.

Surrounded by these global first-line brands, the brand tone is enhanced by silence.

Apart from being close to the Huangpi South Road station near Metro Line 1, many large department stores near the station, such as Pacific department store, Jinjiang international shopping center and city 100 shop, will be re played, and AR and VR will be introduced into this interactive strong experience project to get closer to the development trend of modern consumption demand and new retail.

From the online to the show, it's not too much trouble, but this is not new retail.

Since last February, the LV store has been launched to the first flagship store in mainland China, which is 8 months later than expected. It has been a great effort for China in the middle of the year.

First, it entered the Chinese market in 2013.

At that time, the brand opened its first store in Hongkong, and then opened stores in Shanghai, Guangzhou, Chengdu and Shenzhen two years later.

However, these stores are not directly managed by the L Brands of the virgin company, but by the Valiram group of Malaysia. On the other hand, because the brand decides to completely separate the underwear and derivative products from the distributors, the stores only sell products with relatively high profits such as perfumes, beauty products and accessories, which do not include their core products underwear.

In addition, the original plan of the Shanghai store was unveiled in the first half of 2016. Almost the same time, the parent company also announced that it would withdraw the right to operate in the Chinese region.

On the eve of double eleven last year, the company quietly launched Tmall, and finally began selling underwear in the Chinese market.

For the double eleven, the brand does not seem to want to talk about its success, but finds three angels for its platform.

It is also said that this is the first time that the brand has moved its own supermodel to T.

For the first time, the number of eyeballs is much more important than sales.

According to the world clothing and shoe net, the term "Secret Angel" is derived from the Angles bra series launched by the brand in 1997. It has become a synonym for the "sexy super model".

Since its debut in 1998, the angels have become an integral part of the big show.

In last December's show, the brand did not spare any effort to add Chinese elements, but also launched four Chinese supermodels. However, this kind of curry favor was counterproductive, and was almost consistently called "spicy eyes" by Chinese audiences.

The audience is full of "Chinese elements".

Among them, Jolin became the only official Asian pop star. Many media also brought home famous fashion bloggers, gogoboi and others to broadcast live.

In addition, the confirmation of this year's underwear show will be held in Shanghai. This is also the first time that it has held a press conference in Asia, but the specific venue and time have not yet been announced.

{page_break}

Is it a long time to get a leg up?

According to the earnings report of its parent company L Brands, there was no growth in sales in 2016, which has led to a 30% decline in share price.

In addition, the ratings of its secret weapon, the secret show, dropped by 32% at 20th anniversary last year, the lowest in history.

"In order to seek the potential for growth in performance, the company is investing its eyes in the Chinese market," many people believe.

According to statistics, the size of China's underwear market doubled to five US dollars in 18 billion years.

Euromonitor, the market consultancy, predicts that the retail value of China's women's underwear market is expected to reach US $25 billion next year, two times that of the US market, and this figure will increase to 33 billion US dollars by 2020.

In the face of the alluring underwear market in China, it is like holding a thigh.

Strategically, it may be to catch up with the top European and American brands such as Italy's top underwear brand La Perla, the British senior underwear brand Agent Provocatuer and others in the Chinese market.

However, the underwear brand is only eleven officially sold in China last year, and it has only opened underwear stores this year.

According to the world clothing shoes and hat network understand, in 2006, the maintenance of the Shanghai brocade clothing sales backlog inventory of 5 million dollars in stock.

In 2012, after taking over, the company began selling at high prices in the high-end business circle, but it was not officially authorized. Of course, it was also prosecuted by Verm and judged its unfair competition.

Apart from "fake" stores, all kinds of cottage brands are emerging one after another.

Italy underwear brand La Perla

More importantly, if we want to take root in the Chinese market, we can see that China's consumers are in urgent need of them.

Although the shops in China have not yet sold their famous high priced sexy lingerie products, L Brands has said that purchases from Chinese consumers have been growing incredibly.

There are also people in the industry who say that although the sale of underwear products has not been sold in Chinese stores, the amount of purchases made by Chinese consumers through purchasing and sea buying is amazing every year.

How much certainty do you want to take root in the Chinese market?

It has several advantages over China's underwear brand and market, including its brand influence and market share.

First of all, in fact, the location of VIC in the United States is the mass brand. Although the show will appear on a multi million dollar diamond lined underwear, the price of a lady's underwear is generally between $30 and $40 in the US store, and it accounts for 19% of the US market share.

According to the brand clothing network, in the Chinese market, it is classified as a light luxury brand by virtue of big show and brand influence.

However, in the current Chinese market, there is no underwear brand with a higher market share.

It is reported that the highest share of the existing brand is the urban beauty, accounting for about 2.8%-4.9%; while the urban beauty plus the following brands of underwear, such as Ann Li Fang, Adam and man, have a market share of only about 10%.

According to the world clothing and shoe net, the consumer group also made a clear distinction.

The consumer group of the main line is mature women. In 2004, it launched the Pink series. The target consumers are 18-30 year old young women, who play the cute or hip-hop style.

As a result, it also occupied a wider range of consumer groups through different styles.

In addition to underwear, the company announced last year that it will play the leading role in sports underwear. Besides, it also carries beauty, perfume and accessories.

In addition, it is also better at raising the heat on social networks.

It is understood that Wei has operated official accounts on several social networks including Facebook, Twitter, Instagram and YouTube, and also has a large number of fans.

Among them, the YouTube video provides a teaching video for the guardian angel "Look Like an Angel".

When approaching the secret show, information on major social platforms will be bombed in turn.

In China's social media, underwear brand seems to be rare.

In addition, facing the trend of new retail sales in China, it is not known whether or not it will rise.

Listen to the voice of underwear brands in China

For the arrival of Wei Ming, some underwear brands in China will also pay attention to it.

Among them, cat people said that relying on 22 years of T Taida show, and absorbing fine and bright every year, it has a high reputation and influence in the world, so it has always been the research object of cat people.

As for the Chinese market, Li Bingwei, director of the cat business operator, told reporters that the market clash with the cat owners would not be too big, but the impact on the international high-end underwear brands would be even greater.

In addition, the shop style of Wei Ming is totally different from that of cat people.

But it is undeniable that for the Chinese market, which is in the stage of consumption upgrading, its consumption capacity for high-end brands is constantly emerging, and whether it can meet the consumer demand of local customers also determines the growth pattern of the brand in the future market.

In addition, he also said: "in view of the current underwear market in China, it has clearly formed a special situation with huge market potential, large industrial scale and competitive pressure, but strong brands are few.

In the future, faced with the strong impact of foreign brands and increasingly fierce market competition, local underwear enterprises with an awkward market positioning are likely to face big reshuffle under the pressure of environment and cost.

Therefore, in the face of the changing domestic market, the cat began to redesign the brand strategy in 2015, and began to implement M-BBC strategic layout in June 2016, that is, Miiow, Brand+Business and Consumer.

According to the world clothing shoes and hats net, the cat people have opened up the new journey of the cat people with the layout of M-BBC strategy, the supplier of the brand side, the "three party combination" and "five vertical two horizontal".

It will aim at the development trend of China's underwear market, accurately locate the market customers, and strengthen the online sales channels while highlighting the brand competitiveness while expanding the scale, so as to win a large number of loyal consumers at the same time.

More interesting reports, please pay attention to the world clothing shoes and hats net.